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Every industry has its must-read books, and on this page you'll find some of the best in our industry. Only a book can give you the inside-scoop when you can't work side by side with the top minds in advertising. And now when you order from this page, you'll get the information you need to succeed for less than $70! Go ahead. Stand out from the crowd in your job, or be a more successful business owner. These books will help you do it. |
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How to Make Your Advertising Make Money by John Caples The late John Caples, my personal favorite marketer of all time, had a knack for teaching advertising techniques—regardless of a person's advertising skill level. You'll probably want to read every chapter of this book since each one contains everyday advertising knowledge that ALL marketers should know. Such as: 303 Words and Phrases That Sell; How to Write Small Ads That Make Money; How to Write Sales Letters That Make Money. In all, 378 pages of Caples genius. |
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Ogilvy on Advertising by David Ogilvy Let this engaging book steal about an hour or two of your time. It's worth it. Mr. Ogilvy colorfully reviews all aspects of advertising, including a look inside an advertising agency, how to get a job in advertising, how to write successful copy, how advertising can help charities, and the best of print advertising. If travel is your industry, read chapter 10, "How to Advertise Foreign Travel." Pay particular attention to the three ads on page 129. Beautiful. |
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Million Dollar Mailings by Denison Hatch In a slump with your advertising? Need new, fresh ideas? I have the perfect reference book for you—Denny Hatch's Million Dollar Mailings. Nearly 441 pages of successful direct mail pieces fill this oversized book. Including the famous Wall Street Journal sales letter that was first mailed in 1974 and still brings in heaps of subscriptions. Mr. Hatch also interviews the writers and designers of these mailings, adding an intriguing behind-the-scenes view of the creative process. This book is worth every penny. |
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My Life in Advertising and Scientific Advertising by Claude C. Hopkins A brilliant early 20th century copywriter, Mr. Hopkins takes you on a tour of his life and explains how simple thoughts create advertising copy that appeals to the masses. While these two books were written in the 1920s, the principles are so basic and true that they will endure forever. Mr. Hopkins understood people. He also understood the value of testing. He believed in testing and used it to reduce costs and increase profit. These books should be read by every advertising and marketing student on the planet. |
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Being Direct by Lester Wunderman Mr. Wunderman enjoyed a highly successful direct marketing career and shares the highlights with us in his 1996 book Being Direct: Making Advertising Pay. An exceptional value for retailers, the book is full of prized marketing ideas. In particular, I was impressed with Wunderman's list of 19 principles used by all successful direct marketing companies. Regardless of your business, you'll gain valuable knowledge from this book. |
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Successful Direct Marketing Methods by Bob Stone and Ron Jacobs Looking for the full story on direct marketing? The definition, a checklist for success, database marketing, creating an offer ... it's all in this book. What media will you use? There's a chapter on mailing lists, magazines, newspapers, TV and radio, co-ops and telemarketing. Successful Direct Marketing Methods is an educational must-have for every marketer. You won't find a more comprehensive review of direct marketing in any other book. |
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Linda Westphal |